Insights from Mary Kennedy Thompson, CEO of BNI and Franchise Veteran
Key Takeaways
- Leadership doesn’t require a title—it requires heart, purpose, and the ability to inspire.
- Change and opportunity often feel like fear and disruption; great leaders “whistle in the dark”
to guide others forward. - Helping new franchisees succeed means reducing fear through connection, step-by-step
action, and personal growth. - The best franchisors don’t just sell opportunities—they serve, coach, and uplift their
franchise owners. - Trust, accountability, and human connection are essential in today’s “relationship economy.”
What Does It Mean to Whistle in the Dark?
For Mary Kennedy Thompson, whistling in the dark is more than a metaphor—it’s a leadership philosophy rooted in her experience as a Marine, a franchisee, and an executive. The phrase came from her father, a decorated military leader, during a conversation in 2007 as the Great Recession took hold. When she called him for advice about leading franchisees through economic uncertainty, he simply said:
“Your job as a leader is to whistle in the dark. It’s dark out there. It’s scary. They can’t see in front of them—but they can hear you.”
From that moment on, Mary embraced the role of helping others navigate change—not with false optimism, but with steady, purposeful action and inspiration.
Change Feels Like Crisis
Whether it’s launching a new franchise, facing a downturn, or navigating a global pandemic, change rarely feels like an opportunity. It feels like fear.
Mary’s leadership journey—from Cookies by Design franchisee to President of Mr. Rooter, and now CEO of BNI—has shown her that people don’t need perfection. They need leaders willing to be bold, visible, and encouraging when the path forward isn’t clear.
In her words:
“Opportunity never looks as shiny as it really is. It looks scary. It looks like hard work. But that’s when people need us most.”
Action Dissolves Fear
Drawing from studies at MIT and her own experience leading teams, Mary explains that action—not analysis—is what breaks the grip of fear.
Her advice for onboarding new franchisees?
“Don’t give them the 87-step checklist. They’ll freeze. Give them two things to do. Then give them two more. Let action replace anxiety.”
Leadership is a Privilege—and a Responsibility
Mary challenges every franchisor, founder, and field coach to ask:
- Am I connecting or just communicating?
- Am I growing myself while helping others grow?
- Am I creating a culture of trust, transparency, and shared values?
She reminds us that true leadership is not about making things easy—but about helping others become stronger.
“If you’re comfortable, you’re not growing. And if you’re not growing, you’re dying.”
Building Relationships in the Relationship Economy
Mary emphasizes that franchising isn’t about transactions—it’s about transformation.
At BNI, she leads a global network of over 337,000 small business members who thrive on referrals and relationships. She believes this model holds a vital lesson for franchising today:
“Don’t confuse digital connectivity with human connection. The magic is in the meeting—in the face-to-face, in the listening, in the care.”
Trust is the Foundation of Everything
Mary draws from Stephen Covey’s “four pillars of credibility”—integrity, intent, capabilities, and results—to explain how trust is built and broken.
“You can’t lead without trust. And you can’t build trust without consistency. Who I am in the office, on Zoom, at dinner, or with my grandkids… it must be the same.”
Inspire. Serve. Repeat.
At the heart of Mary’s message is a personal mission:
“Have I served at least one person today? Have I made a difference?”
She encourages franchise professionals to move from success to significance, helping others dream bigger and achieve more than they thought possible.
Final Advice: Be Bold. Be Real. Stay on Point.
Mary leaves us with one more leadership principle—especially relevant for founders and franchise sellers:
“Be bold enough to step out of the trench and walk across the field. That’s how you bring people with you.”
She urges leaders to stay focused on their brand’s “why,” communicate it constantly, and create remarkable experiences—every time.
“Franchising changed my life. Somebody whistled in the dark for me—more than once. Now it’s our turn to whistle for someone else.”
Learn More About Franchising & the Titus Center
Interested in learning how to lead through change and inspire the next generation of franchise owners? Schedule a call with Dr. John P. Hayes, Director of the Titus Center for Franchising at Palm Beach Atlantic University.
The Titus Center for Franchising at Palm Beach Atlantic University is dedicated to empowering students and business professionals by teaching the transformative values of business format franchising. We are educating the next franchise generation.
About Palm Beach Atlantic University
Palm Beach Atlantic University, founded in 1968, is a private, Christian university, offering 55 undergraduate
degrees, numerous graduate degrees and professional degrees in nursing and pharmacy, with a 29-acre
campus in West Palm Beach and an Orlando campus. The University is dedicated to the integration of
Christian principles to prepare students for learning, leadership and service. Sailfish athletes compete in 18
NCAA Division II and Sunshine State Conference varsity sports. The 78-acre Marshall and Vera Lea Rinker
Athletic Campus provides facilities for training and hosting intercollegiate sports. As a Christ-first university,
PBA affirms the values that have built American society, including religious liberty and the free enterprise
system.